Your brand is what the consumers can see, hear, smell, touch, and taste. It includes the visual, written, spoken, and tactile aspects of your brand.
Your visual brand encompasses all aspects of your brand that are represented visually. From your logo, business card, and brochures, to your invoices and envelopes, to your Facebook photo, avatar, and Twitter background, to your website, email newsletter, and blog, and even the clothes you wear, every time your brand is seen it is sending a message.
Your written brand includes all aspects of your brand that are represented in writing, either on paper or on screen — from your website copy and email newsletter content, to your blog posts and articles, to your social media posts, emails, direct mail, and letters. The written word is extremely powerful and long-lasting, so it must be consistent and well-planned.
Your verbal brand refers to all aspects of your brand that are represented in the spoken word — from your voice mail and your 60-second commercial, to your teleclasses and introductions, to how you describe your business at networking events and how you answer the phone. It also includes the way other people talk about your brand and what they are saying.
Your tactile brand covers all aspects of your brand that can be touched — from your products and packaging, to your business cards, direct mail, and brochures. Each of these tangible elements puts your brand in the hands of your audience to touch, feel, and save — adding a whole new dimension to how they interact with your brand.
Your brand is like a house.
The architecture, design, doors, windows, fixtures, and paint colors create something amazing to look at and experience. The building has strength, character, style, and even its own personality. Some people are attracted to modern, minimalist-style homes and others will be attracted to country or Victorian-style homes. But when it comes to actually buying the home, they want to know that the home is well-built, that the foundation is solid and the structure is sound, and that the home is a perfect fit for them.
Your branding — the strategy behind your brand — is the foundation and structure of the house. It is everything that goes into building the home that you can’t see on the surface but is there supporting and holding it together. It includes your values, personality, promise, focus, differentiation, mission, reputation, message, offerings, target market, goals, and more.
Branding is how we position ourselves. It is what we do with our brand. It refers to the behind-the-scenes action that creates a unique position for your brand in the marketplace so it stands out from the crowd and communicates your value. It builds credibility and influence in your market, and motivates your ideal clients to buy.
A strong, clear, powerful brand with smart, strategic branding backing it up makes getting the attention of your prospects and clients easier and makes your marketing easier because it builds credibility and influence in your niche. It will also help you stand out among your competition, communicate your value, attract new clients, charge your worth, and stay top of mind.